What is an XML feed and how important is it?

An XML feed is a link that contains a list of your products in a structured form. You will have to provide URL address from which we will automatically download your products every 2 hours in order to keep your product information up-to-date. After you have uploaded your feed, your products and discounts will be available and visible on GLAMI.

Your feed will have to be formated according to our FEED SPECIFICATIONS.

A well made XML feed is a key factor for good results

For more information go to the “How to be competitive with GLAMI” section.

How can your e-shop be approved by GLAMI?

After registering, the shops are usually approved within two business days. During these two days your GLAMI product feed will be reviewed, after which we will send you an e-mail. If your feed is correct, we will activate your business. If your product feed will need to be edited or improved, we will also add this information to the email. At the same time, we will provide the same feedback in the GLAMI administration in a clearly marked section “How to improve your shop on GLAMI”.

Key terms you need to know

Administration – An advanced dashboard for managing all of your business settings. This interface is available upon login on the following URL: https://partner.glami.cz/s/dashboard/shop/

Statistics – detailed statistics that are also available by category. You can evaluate the efficiency of your campaigns and take the right decision on which category or product to bid on, in order to increase the number of customers sent from GLAMI.

Clicks – this is the total number of visits (clicks) sent to your e-shop.

CPC – cost per click (Please check the default CPC HERE)

Bidding – You have the option to increase the default CPC. You can increase the CPC for a specific category (for example, Sneakers), which performs well for you. By bidding, you can expect your products to receive increased visibility, which results in more traffic and orders for your shop.

Costs – your costs for the acquired traffic.

Orders – number of orders sent to your shop (You must implement our tracking pixel in order to see this value)

CR – conversion rate – The conversion rate indicates how successful your store is in converting willing buyers. It is always expressed as a percentage, and represents how many orders you received from100 GLAMI visitor clicks. A good conversion rate is 1% or more.

AOV – average order value.

Revenues – total revenues generated to your e-shop.

COS – cost of sale/ cost per order. Interprets what is your average cost per order. The main KPI for an e-merchant. You will learn how to influence it in the following section “How to be competitive with GLAMI”.

GLAMI piXel – a JS (JavaScript) code that allows you to promote your products on GLAMI according to customer preferences and optimise your performance based on previous customer behavior. The GLAMI piXel is mandatory to guarantee en effective and successful cooperation with GLAMI. Learn more: https://partner.glami.cz/s/pixel/

Preferred Mode – this is the paid mode, where you pay per each click sent to your e-shop. The paid mode gives you the possibility to optimise, maximize and improve the revenues brought from GLAMI to your e-shop.

How GLAMI works?

GLAMI is a search engine for fashion. It brings together offers from different e-shops and currently has more than 2 million products in the database.

Thanks to advanced filtering and detailed categorization, it is easy for our customers to find the fashion items they are exactly looking for. Additionally, we offer a unique experience by customizing the way we list products based on past purchases, searches, and other customer behaviors.

When a customer is interested in a particular product, he clicks on a product and is automatically redirected to our partner’s website.

Products are uploaded to GLAMI by using an external XML product feed which will be downloaded several times a day in order to keep your offers up-to-date. (Stock, available sizes, delivery fees…)

When is the piXel activated?

A well implemented piXel will appear in the GLAMI administration as active the next day after implementation, under menu GLAMI piXel > Statistics.

It is very important for the piXel to send each item ID for each variant as one SHOPITEM, as it is specified for the GLAMI feed – not more sizes or colors in one SHOPITEM. Each SHOPITEM must have a unique itemID. All itemID (1234-1; 1234-2; 1234-3) must be grouped under one itemgroupID (1234). The ItemID in the GLAMI feed is then linked with the itemID provided in the piXel. Then piXel starts to work. Keep in mind that for a well performing system, we have to collect data, which might take days to weeks, depending on the size of the business.

How should a GLAMI feed look like to work correctly with GLAMI piXel?

The Feed must be created according to the GLAMI specification. Products sent through the feed must contain a unique itemID for each size and for every color. This means you should send us one product in different sizes and different colors each as seperate SHOPITEMs, but group them together using same groupID. These same itemIDs must be sent through events in the GLAMI piXel.

How to have the best products on GLAMI

Beautiful photos in sufficient resolution – Photos sell. Products with amateur-made photos have a much worse clickthrough rate. Your orders can costs up to 100% more than products with attractive photos.

Sizes in stock – Always keep sizes in stock. On product tiles, we show both the size and the delivery price, and customers also decide on these factors.

Detailed categories for products in XML feed – Tag “CATEGORYTEXT” in XML feed must contain detailed categories. These are the categories in which the goods are listed. See Category List (https://www.glami.com/category-xml/). The more detailed the product’s ranking, the more we show your business in GLAMI and the higher the conversion.

Product properties – In addition to detailed categorization, you can also assign a variety of filters to products, such as cut, type of sleeves, etc. These will help you get the products into the most detailed categories. The average costs per order are lower in these categories. You will receive the orders with a higher profit margin, because the customer in the detailed categories is searching for a specific product to buy. See the list of possible tag types for every category on GLAMI website and that values you can add into <PARAM_NAME>. More in the feed specification.

Create GLAMI discount code – If your e-shop platform is able to create discount codes, create codes such as GLAMI15, which will be a 15% discount and put it in the administration under menu “Discount codes”. Appears for selected products. More about vouchers.

How much money to upload into a credit on GLAMI?

If your e-shop has less than 500 items, we recommend that you upload at least 100 EUR to get traffic and see what categories work for you.

For shops with over 500 items, we recommend charging min. 200 EUR.

Then start bidding.

It may happen that the credit is drawn slowly, start bidding. If credit is used quickly, this means that your products are attractive to customers. You should make decisions based on statistically significant data (at least 1,000 clicks per category).

The usual errors in the GLAMI feed causing worse results or disapproval

Insufficiently filled categories – The Tag “CATEGORYTEXT” in many cases does not indicate in enough detail the category. In some cases it indicates multiple categories, such as “Dresses and skirts” or very general categories such as “Women’s shoes”. Products with such tags can not be classified into all appropriate categories. You are loosing customers. Be more specific in the categorization.

Wrong sizes – Verify twice that you are sending the size correctly in the GLAMI feed, that the feed is in in the correct format(Mind case sensitivity!), and that you are sending us one size per one SHOPITEM. Specification of sizes.

Insufficient description and title – Product name “Shoes” or empty description is a common mistake. Both description and the title help GLAMI keyword-based robots to offer products in similar products, additionally categorize or recommend. With a label and the right name, you will make your products more visible and you will get more traffic from GLAMI.

Sizes in product name – Sizes do not belong into a product name. A deficiency that makes it impossible to approve your shop, because GLAMI combines products with a single name with multiple sizes.

How big should the product images be?

Credit, Billing, and Paid Mode

What happens when my preferred (paid) mode is interrupted? – The store switches to unpaid mode, the score of your products drops, and your position in catalog is lost.

How does charging credit work? – You can charge your credit in the GLAMI administration under the Payments section. You can top it up via bank transfer or credit card. The benefit of using a credit card is the instant increase in your credit balance – you do not have to wait for it to be processed.

How do I charge credit via bank transfer correctly? – Pay attention to including the variable symbol and the exact amount, otherwise GLAMI payment can not be paired with your GLAMI account. When it is not paired, please contact us on info@glami.cz

How can I change my store logo and cover photo?

How do I add the delivery date and shipping fee into the feed?

There are more ways how to provide delivery and shipping information. You can add shipping details in the GLAMI administration, or in the Settings menu, or you can add shipping into the feed according to specification.

What kind of assortment can I offer on GLAMI?

Why my products are not appearing in categories on GLAMI?

If you enter the category or tag correctly into an XML feed (tag CATEGORYTEXT), the system automatically merges the tag or category. Your products may have a lower score than the competitor’s products and may not be seen in the first positions. For example, the Adidas category is more competitive than the umbrella brand. Click on your shop by writing your shops name in the GLAMI search box and you will see in which categories your shop is listed.

If you have a newly approved store or a new feed, wait for the categorization for at least 5 business days.

What influences the ranking of my products on Glami?

The cost-per-click (CPC) influences heavily your products ranking, but there are a number of other factors that also affect the listing of your products on GLAMI. We also take into consideration the customer’s buying behavior.

To achieve the best results as possible, we recommend to provide high quality photos, a detailed product categorization (Breadcrumbs) and to have sufficient stock for all sizes.

I’m a small business and I want more traffic.

How to properly evaluate statistics?

Statistics are a key indicator of the performance of your e-shop. To get a statistically significant example, we need to have 1,000 clicks or more per category. Less clicks may mean a greater variation and less representative metrics.

What the individual columns mean, you can find in the section “Basic information you must know”.

How to bid (increase your cost-per-click) and get more traffic?

Your task is to define your target COS.

Then you need to asses where is makes sense to bid. If your defined COS in your category is 30%, your current CPC is $ 0.05 and a current COS of 10%, this is a category where you can significantly raise your cost-per-click (100% or more).

You will get more traffic within that category and more orders. For a higher cost-per-click, the COS will also rise.

If COS is still below your target, you can increase your CPC bid even further to maximize your revenue while maintaining a reasonable margin.

What to do if I would like to increase traffic?

Bid on the categories, try even hundreds of percent. Your products will get to the top of the category. Always define the target COS. The COS will increase alongside the higher cost-per-click that you setup by bidding. Start evaluating statistically significant data (ideally more than 1 000 clicks per category).

Also, review the categorization of your products and add additional parameters to categorize the product into more detailed categories.

For more information, please refer to the “How to have the best products on GLAMI” section.

What to do when a COS is high?

If the COS is higher in categories, where you cannot afford it, then lower your cost-per-click to the minimum values, and significantly increase your cost-per-click on the categories which are doing well and there is margin to increase COS. These categories will cover you lower earnings on categories with higher COS, and the global COS of your e-shop will decrease.

Categories with higher COS, despite the worse results, are bringing in new customers who will become recurring customers, if satisfied. Do not remove those categories from the feed, but rather bid strategically.

What to do when is CR low?

Low CR (conversion) may be a linked to categories such as dresses, underwear, or swimwear – simply anywhere curiosity is higher than willingness to buy. The COS for these categories is higher and it is common.

Low CR for other categories may be caused by different factors, such as your unknown brand, site errors, or complicated buying process. The customer is looking for a shopping cart button, how to choose the size, how to open the shopping cart, how to turn off the window with a discount of CZK 100 for the first purchase or that the page is incorrectly displayed on the mobile. Due to these factors, the customer leaves your store and stops the order. Conversion decreases significantly.

To prevent such unnecessary mistakes, have the buying process checked by an UX expert on all available devices (PC with Windows, Mac, iOS, Android)

Keep the purchase process as simple as possible. Let your mom perform a test order and see how she behaves, what she is looking for, and where she is stuck. Please correct these mistakes.

What to do when AOV is low?

The average order value (AOV) of the order depends on the goods you offer. If you want to maximize AOV and thus improve COS, offer good prices, free shipping, and discounts. In the cart, offer similar products to cross-sell.

You can also expand your assortment to include more expensive products.

You can offer a free “Try and buy” upon delivery – in the sense of ordering more sizes, then purchasing just the pieces that fit, letting the customers to send back the items for free. In this case, the returns are added to the COS.